Lego Project

Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. Supporting movies, games, competitions, and six Legoland amusement parks have been developed under the brand. The company's flagship product, Lego, consists of colorful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. Lego pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects. Over the years, Lego has licensed themes from numerous cartoon and film franchises and even some from video games. As of July 2015, 600 billion Lego parts had been produced.

While traditional children's toy brands are struggling with modern technology social when kids prefer to play on their tablets and smartphones rather than construction toys, Lego continues lives well. There is no denying the appeal of Lego toys - colorful layouts that stimulate creativity. However, the successful of Lego is also driven by effective content marketing strategies.

Lego's content was created with a message across both adults and children: "Even as an adult, imagination stays with you." Adults can do this by creating their own Lego characters and posting them on Lego Create. Through Lego, they can use their imagination and feel like returning to their childhood. Unlike other brands, Lego customers have the opportunity to connect with people with the same passion and voice. Their content, which includes videos, photos, and message boards, encourages the community that everyone aspires to.

"As a toy company, it's rare for anyone to get close to a customer like what Lego has done with their content," says Pulizzi. Lego was right when choosing content marketing for its brand. Lego encourages fans to post what they do with Lego bricks and respond to what other Lego builders have done and post on the website. In addition, fans are invited to join Lego clubs where they are entitled to sign up for Lego Club and attend offline events to meet with Lego's favorite community. Lego calls and allows customers to create their own content. That way, customers feel they are part of the company. As a result, brand loyalty is increased.

Significantly, in the first half of 2014, the company reported that its sales increased by 11 percent to $2 billion. The Lego Movie is the definitive content marketing device for the brand. It appeals to both children and adults; the kids want to play with the toys, while the adults connect with the universal message of the film, which is that it's important to always have an imagination, no matter what age you are. This is exactly why Lego has hit such a huge home run with this movie, which is quickly becoming